Green Consumerism vs. Greenwashing

Abstract

Purpose: The aim of the article is to diagnose knowledge about greenwashing and consumer attitudes towards this phenomenon on selected markets of European organic food products. The main principle of greenwashing is the attempt to give the impression that the company is doing more for the environment than it actually does. The article discusses the characteristics of greenwashing and also examines the level of awareness among young consumers about the knowledge of this type of practices on the organic food market. Approach/Methodology/Design: The subjects of the research are young people, aged 12-35, from two European countries: Poland and Turkey. The research material was collected by direct interview method using a questionnaire, which contained 15 closed questions and 5 survey questions. The selection of the sample was deliberately random. Findings. Demographic characteristics such as sex, education or other descriptions of consumers as net monthly income, place of residence do not change the knowledge about greenwashing. Practical Implications: Greenwashing is a barrier to economic development in a sustainable way, because it contributes to the increase of skepticism among consumers towards proenvironmental initiatives. Greenwashing companies use resources that could be used in an environmentally friendly way. Originality/Value: It cannot be ruled out that the results obtained may also affect other groups of consumers and other markets.

Green Consumer's Paradox

“…For example, food labels can show conducive data that cannot be read (Johnstone & Tan, 2015), leading consumers to think they are consuming or supporting something that could not be happening or is challenging to understand. Although it has been proved that some demographic characteristics could be relevant in the analysis and use of information, Jakubczak and Gotowska (2020) show that these are less relevant at the purchasing decision moment.…”

“…If consumers choose food produced ethically, with a low environmental impact and a high nutritional addition, producers will put it on the market. It is how consumers' final decisions can affect the possibilities of social and economic ways to be more careful with the environment (Jakubczak & Gotowska, 2020). This way, purchasing decisions have a big responsibility for green consumers, who, even with social support and information from a collective, only sometimes make the best decisions.…”

Untitled

“…Therefore, there is a risk of activities simulating CSR, e.g. in the form of greenwashing (Jakubczak, Gotowska, 2020). In this study, it is assumed that the main group and therefore the first group of stakeholders towards whom the company should act socially responsibly are employees.…”

Consumer Citizenship Behavior in Online/Offline Shopping Contexts: Differential Impact of Consumer Perceived Value and Perceived Corporate Social Responsibility

“…Nonetheless, the integrity of CPCSR is not always guaranteed. The complexity of consumer perceptions is further compounded by the phenomenon of greenwashing, where companies may present an image of environmental and social responsibility without backing it up with substantive actions [22]. This can lead to consumer confusion and mistrust, potentially undermining the very outcomes that CSR initiatives aim to achieve.…”